FAKTOR - FAKTOR YANG MEMENGARUHI PURCHASE INTENTION O2O VOUCHER: STUDI PADA PENGGUNA TIKTOK

DINDA MANDATAIN, . (2026) FAKTOR - FAKTOR YANG MEMENGARUHI PURCHASE INTENTION O2O VOUCHER: STUDI PADA PENGGUNA TIKTOK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan social commerce mendorong munculnya model transaksi Online-to-Offline (O2O), salah satunya melalui platform TikTok yang banyak digunakan oleh Generasi Z di Indonesia. O2O voucher memungkinkan konsumen melakukan pembelian secara daring dan menukarkannya langsung di gerai offline merchant. Meskipun memiliki potensi pasar yang besar, realisasi pembelian O2O voucher di TikTok belum optimal. Penelitian ini bertujuan untuk menganalisis pengaruh price sensitivity, ease of use, perceived usefulness, dan perceived risk terhadap purchase intention O2O voucher pada pengguna TikTok Generasi Z di Jakarta. Pendekatan kuantitatif dipilih untuk penelitian ini dengan metode survei terhadap 180 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner daring dengan skala Likert tujuh poin dan dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa ease of use dan perceived usefulness berpengaruh positif dan signifikan terhadap purchase intention, dengan perceived usefulness sebagai variabel paling dominan. Sebaliknya, price sensitivity dan perceived risk tidak berpengaruh signifikan terhadap purchase intention. Temuan ini menunjukkan bahwa niat beli Generasi Z lebih dipengaruhi oleh kemudahan penggunaan sistem dan manfaat fungsional yang dirasakan dibandingkan oleh faktor harga atau risiko. Oleh karena itu, pengembangan O2O voucher di TikTok perlu difokuskan pada penyederhanaan proses transaksi dan penguatan manfaat bagi konsumen. ***** The growth of social commerce has encouraged the adoption of the Online-to-Offline (O2O) transaction model, particularly through TikTok, which is widely used by Generation Z in Indonesia. O2O vouchers enable consumers to purchase vouchers online and redeem them directly at offline merchant outlets. Despite their high market potential, the actual purchase intention toward O2O vouchers on TikTok remains relatively limited. This study aims to examine the effects of price sensitivity, ease of use, perceived usefulness, and perceived risk on purchase intention toward O2O vouchers among Generation Z TikTok users in Jakarta. This study employs a quantitative approach using a survey method with 180 respondents selected through purposive sampling. Data were collected via an online questionnaire using a seven-point Likert scale and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS 4. The results indicate that ease of use and perceived usefulness have a positive and significant effect on purchase intention, with perceived usefulness identified as the most dominant variable. In contrast, price sensitivity and perceived risk do not have a significant effect on purchase intention. These findings suggest that Generation Z’s purchase intention toward O2O vouchers is primarily driven by system convenience and perceived functional benefits rather than by price considerations or perceived risk. Therefore, O2O voucher strategies on TikTok should prioritize transaction simplicity and clear value propositions to enhance sustainable purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Ryna Parlyna, M.B.A. ; 2). Adnan Kasofi, S.Pd., M.B.A.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Users 32922 not found.
Date Deposited:	04 Feb 2026 06:31
Last Modified:	04 Feb 2026 06:31
URI:	http://repository.unj.ac.id/id/eprint/64839

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